STRATEGI INDONESIA MENGHADAPI STRUCTURAL POWER DALAM PERDAGANGAN KOPI SPESIALTI DI PASAR INTERNASIONAL

HANUM SALSABILA, Dra. Siti Daulah K., MA.

2014 | Tesis | S2 Ilmu Politik/Hubungan Internasional

Globalisasi ekonomi mengakibatkan semakin banyak negara-negara di dunia terlibat langsung dalam aktifitas perdagangan internasional. Indonesia sebagai salah satu negara penghasil komoditi terbesar di dunia memiliki peran penting dalam aktifitas perdagangan global tersebut, diantaranya perdagangan kopi spesialti. Perdagangan kopi spesialti Indonesia memiliki sejarah kolonial dimana negara-negara konsumen memiliki bargaining power lebih tinggi. Fenomena ini menjadi sebuah ironi karena Indonesia sebagai negara produsen belum mampu menjadi market leader dalam perdagangan kopi spesialti karena hingga saat ini yang menjadi market leader adalah negara-negara yang bukan produsen kopi spesialti. Hal ini terjadi karena adanya structural power yang menyebabkan kopi spesialti Indonesia belum bisa menjadi kiblat kopi dunia. Modernisasi serta perkembangan teknologi informasi membuat Indonesia mencoba melawan stagnasi dalam perkembangan perdagangan kopi spesialti. Dengan strategi yang berfokus kedalam (inward looking strategy) melalui analisa rantai nilai (value chains); product upgrading dan chains upgrading serta strategi yang berfokus keluar (outward looking strategy) melalui branding, marketing dan design kopi spesialti Indonesia keluar dari stagnasi dan menghadapi structural power.

Economic globalization resulted in a growing number of countries in the world are involved directly in international trade activities. Indonesia as one of the largest commodity-producing countries in the world have an important role in the global trading activities, including specialty coffee trade. Indonesian specialty coffee trade has a colonial history in which consumer countries have higher bargaining power. This phenomenon has become a misnomer because Indonesia as a country producers have not been able to become the market leader in the specialty coffee trade because until now the market leader is the countries that are not manufacturers of specialty coffee. This is due to the structural power that causes the Indonesian specialty coffee cannot be the center of the coffee world. Modernization and development of information technology makes Indonesia tries against stagnation in the development of the specialty coffee trade. With a strategy focused into (inward looking strategy) through the analysis of the value chain; product upgrading and upgrading chains as well as strategies that focus exit (outward looking strategy) through branding, marketing and design Indonesian specialty coffee out of stagnation and confront structural power.

Kata Kunci : Kopi, structural power, inward looking strategy, outward looking strategy product upgrading chains upgrading